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June 25, 2018

Sales and Marketing Advice for Florida business

Selling is what you do for people, not to people

Ron Stein | 3/24/2014

Do you sell for a living? Everyone in a company is involved in selling -- company owner, assistant accounting manager, software designer, delivery driver, and receptionist.

Everyone’s job is to promote revenue and profits -- directly or indirectly. Yes, even those that don’t have “sales” in their title.

Yet, it seems like there are a lot of business people that are afraid to proactively market their company. Worse, they don’t get out to do a little selling. 

Some don’t think they have the skills. Others feel more comfortable developing their products or services. Many consider selling as a pushy blood sport and not for them. And, then there are those who think business is good and they just need to focus on what’s happening now.

Here’s the thing. In order for a business to exist it must make money. Yet, it goes much deeper than that. Your offering makes a difference in the lives of people. That’s what gets you excited. And, that should be enough for you to want to get the word out.

After all, it’d be a disservice to the people who need your product or service to solve their problem if they didn’t know about it.

So, why don’t more business owners and their stakeholders do something about this? I think it’s all boils down to fear.

Some will say it’s a time problem, but I don’t buy it.

When people are worried about what to and how to do it, doing nothing may make it seem like time is standing still. There’s anxiety over marketing. People are petrified when it comes to prospecting and the rejection they expect. The stress of it all causes us to forget to have a giving attitude.

You’re not alone. Take a deep breath. Your company’s future looks bright.

Make your marketing do much of the selling. Marketing doesn’t have to be hard, expensive, or time consuming. Focus on your ideal customer profile and simple ways to reach them. Raising awareness is key and warms up your audience, which makes it easier for you to approach them. But, whatever you do have a strategy that gives to get, a few focused tactics, and use a consistent system. Consider bringing in a marketing and sales mentor for a couple of months -- the money spent will save you time and pay for itself many times over.

Make prospecting and selling second nature. For most people the thought of generating leads by prospecting strikes real fear in their hearts. Why? Because we worry about what to say when someone picks up the phone or answers the knock on their door. But, that’s not necessarily how to start the lead process. Warm them up first. Use social selling, referrals, and inbound marketing along with preparation. Lay the groundwork by having a message that explains what you sell, who will buy it, and how your solution helps people do something wonderful. Now commit to having you and your team master a few selling skills with a little marketing and sales training. Rollout a simple plan and you’ll be surprised how deeply ingrained prospecting and selling become, allowing you to easily attract leads and approach people you can help.

Give to get. When you and everyone that helps you -- staff, partners, and vendors -- truly believe that the value of what you sell is off the charts in a very positive way, selling is much easier. People will sense from the first moment of contact you’re there to help them. Giving goes beyond attitude. Educate, offer tips, and above all listen. Your prospect will quickly begin to listen to you and trust that what your company offers will help them. Zig Ziglar, a master salesman, said, “Sales are what you do for people, not to people.” When others are certain that you have their best interest in mind they open up and are much easier to approach and sell.

Everyone in your company sells, not just sales people. The good news is that anyone in your company can become great at selling.

You'll have great success by targeting the people who need what you have with a simple, clear, and sincere message. Be persistent even when phone calls and emails go unanswered. It just simply means that your value has not rung true yet and you need to keep trying.

Treat every voice mail, every email, and every contact as your first one. You’ll overcome the fear of rejection because you’re on a mission to help.

Ron Stein is President of FastPath Marketing ( and the author of the Rapid Impact Marketing & Selling Playbook. As a speaker, coach, and consultant he works with small business owners helping them to accelerate the path between their vision and the actions needed to reach, win, and keep customers. Ron is the creator of the FastPath to More Customers Now! 7-step marketing system based on more than twenty years as a successful business owner, corporate CEO, business development executive, and salesman. He is also a mentor at two nationally recognized business accelerators. Ron offers one-on-one and small group mentoring, conducts seminars, and consults. He can be reached at 727-398-1855 or


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